Advertising novelty



Jan. 2, E940. L; H. AMDUR 2,185,392

ADVERTISING NOVELTY Filed Jan. 18, 1939 INVENTOR Patented Jan. 2, 1940UNlTED STATES FATENT OFFICE ADVERTISING NOVELTY Leon H. Amdur, Brooklyn,N. Y. Application January is, 1939, Serial No. 251,559

10 Claims.

This invention relates to advertising novelties and the like.

Broadly, the invention contemhe the outline of an object or otherwiseharitself.

The novelty of this invention may be incor-, porated as part of anotherwise regular magazine, hook, booklet, folder, and the like, or itmay be employed as a separate piece.

Instead of slitting the three sides of the flap or flaps, these sidesmay be perforated, scored or the like, which must be broken in order toenable the flap to be opened, so that the reader is given the privilegeof opening the flap himself and being the first to read (at least inthat particular articie) the message there appearing. The top and bottomedges of the pair of succeeding sheets as well as the free edges, may beclosed or sealed. In this case there may be deposited between the closedsheets (which thus form a pocket), a card, slip, coupon, premium or thelike, which can only be abstracted through the flap, which must be firstfolded back and, where the three edges are perforated rather than slit,must first be 40 hrokenin this manner positive assurance is had that therecipient of the article or the purchaser of the magazine or book willfind the coupon or premium intact.

For the attainment of these and such other objects as may appear or bepointed out, I have shown embodiment of my invention in the accompanyingdrawing, wherein:

Fig. l is a perspective view of a magazine showing the advertisingnovelty of this invention incorporated therein;

Fig. 2, likewise in perspective, illustates one manner of inserting thenovelty in a magazine or book;

Fig. flaps;

Fig. 4-. illustrates the perforated edge flap;

5 shows the invention applied to a single piece, shown opened out; and

Fig. 6, in perspective, shows the invention applied to a book ormagazine, the sheets being sealed on three sides to form a pocket forcontaining a card, premium or the like.

In Fig. 1 is represented a book, magazine, booklet or the like I, in acertain part of which moreparticularly, between group of pages 2 andgroup 3-is incorporated the novelty of this invention. The free edges 6of two succeeding sheets, namely, i and 5, are closed (as will be morefully described presently) so as to conceal the printed matter on theinner pages of the said pair of sheets. For convenience the first page(exposed) of the pair of sheets t and 5 is given a page number 35. Inthe exposed page (folie 35) of sheet t is formed a flap if? as byslitting three sides, namely, ll, l2 and it, thereof, leaving the fourthside I l intact and uncut. There may be provided, as on side 12, a smallfinger nail recess Hi, to facilitate the opening of fiap it. The fingernail recess may be cut into the flap (as id in Fig. 1) or it may be cutinto the sheet bordering the flap (as l5 in Fig. 2).

The flap ill, which need not have a rectangular shape as shown, nor beoriented in the particular position shown, may form part of apicturization printed on exposed page 35 and be harmonized therewith;the flap may define an object depicted in the said picturization, thesides, ll, i2, 53, M forming the outline of the object or other matterwhich preferably would be an essential element of the picturization oradvertisement. Instead of a single flap (as in Fig. 1) there may beprovided a plurality of flaps, as will be described in connection withFig. 3.

The exposed page of sheet 5 (folio 35) is thus effective to conceal orcover the printed mat' ter appearing on the facing page of sheet 5(folio 37), more particularly, flap Iii conceals or covers certainprinted matter appearing on said folio 37, which can only be discernedor read by opening the flap by folding it back on its uncut edge N (asshown in dot-and-dash lines in Fig. 1). By thus swinging back flap H3,not only is the message appearing oninner folio 37 brought to light, butalso the printed matter on the reverse side of the flap itself becomesreadable.

The flap (or flaps) may be formed in the first page (folio 35) ofthefirst of the two pair of succeeding sheets 4 and 5, as has been shownin hated Fig. 1, or the flap (or flaps) may be formed .in the secondsheet 5 (which wouldbe folio .38) as shown in dotted lines in Fig. 'land desiglEl, or flaps may be provided in both sheets.

The free edges 6 of the pair of succeeding sheets may be closedadhesively or the sheets may be formed by folding a larger blank andleaving the fold therein. Where the novelty is to be incorporated into amagazine, book or pamphlet or the like, the manner of insertion shown inFig. 2 might be preferred. Sheets 4 and 5 together with sheet I (whichforms folios 33 and 34, as will be seen) are formed from a large (triplesheet) blank, folded to form fold 6 and fold ii. This is inserted whererequired in magazine or book i, Fig. 2, with fold 6' at the outward edgeand with fold 8 at the inner edge, where it is bound together with theother sheets of the magazine or book. It is understood that the insertedsheets l5l will have the'flap or flaps already formed therein. If themagazine or book is to be trimmed subsequently to the insertion of thenovelty sheets. fold 6 will be made short so as to escape the trimmingknives. The sheet 1 may be omitted and the two sheets 4 and 5 bound inthe volume at edges 8, or a short extension strip (not shown) may beprovided for the binding operation.

Instead of a single flap as H], Fig. 1, there may be provided aplurality of flaps such as Iii, ll, Fig. 3, the flaps forming part ofthe picturization. In Fig. 3 this is the representation of a dwelling,and flaps l6 represent windows and flap it, the door. Flap i1 is similarto flap Iii, being slit on three sides and foldable on the fourth, uncutside (the hinged edge of the door). The window flaps may be similar; inFig. 3, these (iii) are shown as double, i. e., comprising two halvesE60. and lfib foldable, respectively, on uncut sides 14a and Mb.

Instead of being slit, the three edges H, l2 and I3, see Fig. 4, of theflap may be perforated, scored or otherwise treated, so that these edgesmust be broken before the flap can be opened. There may be provided anopening 58 for the insertion of the finger tip or an instrument toinaugurate tearing along the perforated edges.-

In addition to the slit along three sides of the flap, as in Fig. 2, thefourth side, designated M in this figure, may be perforated or scored,so that not only the flap be opened on side id but the entire flap it)(which might constitute a coupon, mailing card and the like) might beremoved by severing along perforated, edge I l.

The invention, in any of the forms above described, may be applied as asingle piece, i. e., divorced from a book, magazine or the like; this isshown in Fig. 5, wherein the sheets are designated, as before, i and 5,and the flap, H}. The single piece novelty is formed from a blank, asshown in Fig. 5, which is folded on line 20 to bring free edge 6 on line26 and adhesive edging 2! folded thereover to seal that edge; topadhesive edging 22 and bottom adhesive edging 23 are then folded over toseal the top and bottom of the piece. all sides; and the sole ordominant message intended to be conveyed is discerned by opening flap m,the three edges of which may be slit or perforated, as alreadydescribed. The two sheets may have their three edges attached togetherby means of adhesive applied to the sheet along and close to these edgeswithout the pro- The piece is thus sealed on vision of the edging stripsor extensions 2|, 22 and 23.

A similar closing of all three edges may be applied where the novelty isincorporated in a book or magazine, as shown in Fig. 6. Edgings 2|, 22'and 23', coated with adhesive, formed as extensions of sheet 5, arefolded over the corresponding edges of sheet 4 and sealed thereover.Flap iii in sheet 4 (or in sheet 5) provides the means for reading theconcealed message. Instead of providing edges to close the edges asshown, these edges may be sealed together by means of adhesive appliedto the sheet close to and along the edges. The outer edge may be foldedas in Fig. 2, requiring only the top and bottom edges to be closedadhesively, with or without the use of edging strips.

Where all three edges are closed, whether in the single piece novelty ofFig. 5 or whether incorporated in a magazine or book as in Fig. 6, apocket or compartment is formed in which may be placed a coupon, card,premium or the like 9, which can be abstracted therefrom only throughthe flap I0. Where the three edges of the flap are not slit butperforated or scored, as shown in Fig. 6, assurances are provided thatthe card, ticket, coupon or premium will be abstracted by no one exceptthe recipient of the magazine or book, to whom it comes with theseal-fiap perforationsunbroken.

Although for ease in illustration and description, the flaps have beenshown as rectangular, it is clear that they may be made of any desiredshape or outline, having either straight or curved sides, and may beeither symmetrical or irregular.

I claim: I

1. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedtogether along the edges thereof, a fiap formed in the exposed page ofthe first of the said pair of sheets adapted to be. folded back toexpose the reverse side of the flap and the inner page of the second ofthe said pair of sheets, and a flap formed in the said second sheetadapted to be folded back to expose the reverse side of the flap and theinner page of the said first sheet.

2. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closed atthe top, outer and bottom edges to form a pocket adapted to containtherein a. card or the like, and a fiap formed in one of the sheetsadapted to be folded back to gain access to the said pocket and the saidcard contained therein.

3. Ina novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedtogether along their edges to form a pocket adapted to contain therein acard or the like, and a fiap formed in one of the said sheets byperforating along a. portion of its perimeter, the said flap beingadapted after severing along the said perforation, to be folded back onthe unperforated perimetric portion to gain access to the said cardcontained in the said pocket.

4. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedtogether along the edges thereof, a flap formed in one of the saidsheets by perforating along a portion of its perimeter, there being anopening for the insertion of the fingertip or an instrument toinaugurate the severance of the said perforation, the said. flap beingadapted after severance, to be folded back on the unperforatedperimetric portion.

5. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedtogether along the edges thereof, and a flap formed in one of the saidsheets by perforating along a portion of its perimeter, the said flapbeing adapted after severing along the said perforation, to be foldedback on the unperforated perimetric portion.

6. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedalong edges thereof, the exposed page of one of the sheets bearingthereon a picturization, and at least one flap, the outlines of whichdefine objects or parts of the said picturization, formed in the saidsheet by slits along a perimetric portion thereof, and adapted to befolded back to expose the inher page of the said succeeding sheet.

7. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of succeeding sheets of which are closedtogether along the outer, bottom and top edges thereof, the exposed pageof one of the said sheets being provided with a flap severable along aportion of its perimeter and foldable on the unsevered portion thereof,to expose the inner page of the said succeeding sheet.

8. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are closedtogether along the free edge thereof, and at least one flap formed inone of the said sheets, slit along a portion of its perimeter andadapted to be folded back on the uncut perimetric portion.

9. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of succeeding sheets of which are closedtogether along edges thereof, the exposed page of one of the sheetsbearing thereon a picturization, and at least one flap formed in thesaid sheet, the outlines of which define an object or part of the saidpicturization, the inner page of the said succeeding sheet bearingthereon a further picturization, the said flap being adapted to befolded back to expose the said inner page, the picturization of whichharmonizes at the said opening with the picturization of the exposedpage of the first mentioned sheet.

10. In a novelty of the class described, a plurality of sheetsconstituting a book, a pair of successive sheets of which are connectedtogether by an uncut fold, and a flap formed in one of the said sheetsadapted to be folded back to expose the matter printed on the innerpage.

LEON H. AMDUR.

